Marketing Manager — QSR in Melbourne

1919 Master Lanzhou Beef Noodle is looking for an execution-focused Marketing Manager ready to build something real — driving brand presence, customer engagement and growth across our rapidly expanding national network. This is a genuine ownership role: you'll shape marketing end-to-end, from strategy through to store-level execution, leading a small, lean team with 1 direct report. You're equally energised by big-picture thinking and getting things done on the ground, as we scale toward significant national expansion.

Key Responsibilities

• Develop and execute the annual marketing plan, driving brand positioning and consistency across our multi-brand portfolio
• Manage the NPD Stage Gate process and lead new product and menu launches
• Plan and deliver national marketing campaigns across digital, social, in-store and local channels
• Drive digital and social strategy, including culturally relevant campaigns for Chinese-speaking customers (WeChat, Xiaohongshu)
• Build relationships with shopping centre management to secure brand exposure and promotional opportunities
• Support Local Area Marketing and new store openings across 40+ sites nationally
• Manage the marketing budget with a clear focus on ROI and commercial impact
• Track campaign performance weekly and report on brand sentiment, NPS and customer feedback

Required Experience

• Bachelor's degree in marketing, Communications, Business or related field
• 4–7 years' marketing management experience in hospitality, QSR, retail or multi-site business
• Fluent Mandarin (native/bilingual proficiency) – this is essential
• Proven success in campaign management, digital marketing and brand strategy
• Strong commercial mindset with a clear focus on sales impact and ROI
• Highly hands-on, with the ability to manage multiple campaigns simultaneously

Preferred Experience

• Experience with Chinese marketing platforms in Australia
• Understanding of culturally relevant marketing for Chinese audiences

About the Company

1919 Master Lanzhou Beef Noodle is a fast-growing national hospitality group specialising in authentic Lanzhou hand-pulled beef noodles, with 40+ stores and strong Chinese heritage. Backed by an ambitious growth strategy, we're scaling fast and building something genuinely exciting.

• Real ownership in a high-growth, national QSR brand
• Direct impact on sales and expansion, supported by a Marketing Assistant
• Clear path to senior marketing leadership as the business scales
• Hands-on, fast-paced culture where your work genuinely moves the business